Led the redesign of a home page for an international advertising agency specialising in classified projects for government decision-makers. Overcame restricted customer access by leveraging AI, with client consent, to generate user stories. Delivered a foundational design system through a comprehensive discovery, development, definition, and delivery process, ensuring a strategic and cohesive digital presence.
The sensitive nature of the agency’s operations posed a unique challenge: redesigning the Australian office’s homepage using human-centered design principles without direct user input. Strict data and privacy regulations prevented traditional methods like user interviews and usability testing, necessitating an innovative approach to uncover user needs and deliver a responsive, intuitive interface.
To address the absence of direct user feedback, alternative methods were devised to gather insights while maintaining compliance. Stakeholder input and desktop research formed the foundation for understanding user preferences and pain points. AI-powered tools were employed to generate user personas, simulating key user behaviors and guiding design decisions. This insight-driven process shaped a cohesive and user-centric design strategy.
The project delivered a foundational design system featuring comprehensive style guides, pattern libraries, and component libraries, significantly enhancing the website’s usability and efficiency. AI-driven personas ensured the final solution aligned with inferred user needs, demonstrating the viability of human-centered design in restrictive environments. The result was a design that met both operational requirements and user expectations, underscoring the power of innovative problem-solving.
"Your final research document was shared, and the feedback highlighted its exceptional value and usefulness." - Client
